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Wine Merchants Look Forward to Recovery of Wedding Channel

2020-09-15 11:01:00来源:

During the pandemic, some predicted that wedding reception would be the first segmented channel to recover, and the backlog of wedding reception wouldresult in an explosive growth of orders when the epidemic ended.

Entering September, Wedding Reception Channel Starts to Recover

"The wedding reception market is recovering. I had two orders last week and sold about 60 bottles of wine and 12 bottles of spirits. We've been getting more inquiries lately." Zhang Jiarong, general manager of Guangzhou Rongpu Wine Company, told WBO.

Yu Jun, general manager of Chengdu Aicheng Trading Co., has also received two wedding reception orders and sold about 180 bottles of high-end wine. This is the first two wedding reception orders for this year.

Laulan Ducos 1374, which has been preparing for a breakthrough in wedding channels since April, has also made some progress. Cheng Wei, general manager of China Region, pointed out that: “In September, sales in our wedding reception channel have increased significantly, and the distributors in charge of this channel began to increase the stock inSeptember.

"In addition to working with distributors, Laulan Ducos1374 is also working with its sister company, Leysen Jewellery, to do promotion on T-Mall, and compared with August, there is a significant increase in sales." Cheng Wei said.

Wu Yonglei, general manager of Xiamen Fengde Wine Company, also mentioned about a similar situation: “Recently, distributors specializing in wedding channels began to replenish stock. In the first half of the year, many weddings were suspended and the distributors did not collect goods. Now, they startto place orders for replenishment, indicating that the sales are moving.

Not an Optimistic Recovery

However, when it comes to recovery, most of the wine merchants interviewed are not optimistic.

According to Ma Guomin, the founder of Jiu Laoban, although orders for weddings have been coming in here and there in the last month, the total amount of order is not much with less than half of what it was in the same period last year.

ZhangJiarong pointed out that sales growthin the wedding reception channel is only month-on-month, and for now it is not as much as last year, reaching 50% of that of the same period last year.

Hu Ying, general manager of Ganzhou Jiumao Wine Co Ltd. in Jiangxi Province, also said the amount of order is recovering but not much, reaching only about 30 percent of the same period last year.

Some Cancelled Their Wedding Reception, While Others Postpone Until Next January

Speaking of this reason, Cheng Sheng, founder of the JiuYingxiang Wine Warehouse Chain believes that it is also related to the impact of the pandemic. “People still have a fear of being infected in gatherings,” he said.

Zhuang Zuomao, sales director of Fujian Baicheng Commerce and Trade Company, said that ”although the pandemic has subsided, as far as I know, when someone wants to host a banquet, the community officials will check the time and number of people and request that it be limited to less than 15 tables.”

The pandemic is also affecting some small business owners, Wu Qihua said. The situation makes people cautious about the future and becomes less extravagant as they were when the economy was in a more optimistic status. As far as he knows, consumers' choice of wine has also been downgraded compared with that of last year.

Ma Guomin told WBO that although the pandemic had come to an end, some consumers still cancelled wedding receptions, which led to no retaliatory rebound in wine consumption in September and October.

Cheng Sheng told us that it seemed that consumers were not in a rush in buying wine wedding reception. Some people make inquiries, but they will compare the prices and choose the most cost-effective wine that is suitable for them. After all, now there are so many channels that sell wine.

"I think it's very difficult for sales to be flat with the same period last year." Cheng Sheng said.

In addition,Wu Qihua, general manager of Fuzhou Muen Winenoted that the Fujian market might rebound next January. Because many people in Fujian do business outside the province, the wedding receptions not held this Spring Festival due to the pandemic will be held the following year.

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